Creating a Newsletter
Newsletters keep you connected with past guests and interested travellers. Regular updates remind people about your experiences and encourage repeat bookings. Launchpad makes creating and sending newsletters straightforward.
Why send newsletters?
Stay top of mind — regular contact builds recognition
Drive repeat bookings — remind past guests to return
Share your story — connect on a personal level
Promote offers — exclusive deals for subscribers
Build community — create a sense of belonging
Planning your newsletter
Frequency
Choose a schedule you can maintain:
Weekly — best for high-activity businesses
Fortnightly — good balance of presence and effort
Monthly — most common for tourism operators
Seasonal — 4-6 times per year, around key periods
Consistency matters more than frequency. Monthly is better than weekly if you can sustain it.
Content mix
A good newsletter includes:
Main story — your primary message or news
What's on — upcoming experiences or events
Tips and insights — valuable content for readers
Special offer — exclusive deal for subscribers
Call to action — what you want them to do next
Creating your newsletter
Step 1: Start a new newsletter
Step 2: Add your header
Your header sets the tone:
Add a compelling header image
Include your logo
Write a headline that draws readers in
Consider a personal greeting
Step 3: Write your main content
Focus on one main story:
Lead with the most interesting point
Keep paragraphs short
Use subheadings to break up text
Include relevant images
Example main stories:
Behind-the-scenes look at your operation
Guest spotlight or experience story
New experience or product launch
Seasonal update or what to expect
Step 4: Add supporting sections
Include additional content blocks:
Upcoming events — dates, times, booking links
Tips section — valuable advice for visitors
Featured experience — highlight a specific product
News roundup — quick updates and announcements
Step 5: Include a special offer
Give subscribers a reason to book:
Exclusive discount code
Early access to new experiences
Subscriber-only package
Limited-time offer
Make it feel special — not available to non-subscribers.
Step 6: Add your footer
Essential footer elements:
Contact details
Social media links
Unsubscribe link (required by law)
Physical address
Website link
Step 7: Preview and test
Before sending:
Click Preview to see the full newsletter
Check Mobile Preview — most people read on phones
Click Send Test Email to yourself
Check all links work
Proofread for spelling and grammar
Newsletter content ideas
Monthly newsletter structure
Opening: Personal note or greeting Main story: Featured content (see ideas below) What's on: Upcoming dates and experiences Offer: Subscriber exclusive Sign-off: Personal closing
Main story ideas
A day in the life at your business
Seasonal changes and what they mean for visitors
Meet the team — staff spotlights
Guest stories (with permission)
Local area highlights and tips
Behind-the-scenes of a popular experience
Wildlife or nature updates
Community involvement or events
Anniversary or milestone celebrations
Awards and recognition
Seasonal themes
Summer newsletters
Holiday booking reminders
Beat-the-heat activities
Family holiday packages
Extended opening hours
Autumn newsletters
Quieter times to visit
Autumn colour updates
Easter and school holiday plans
Last chance for summer activities
Winter newsletters
Cosy indoor experiences
Winter wildlife or events
Early bird summer bookings
Gift voucher reminders
Spring newsletters
New season, new offerings
Spring wildlife or blooms
Book now for summer
Long weekend suggestions
Sending your newsletter
Choosing recipients
Select who receives the newsletter:
All subscribers — your full mailing list
Specific segment — e.g., past guests, locals, leads
Campaign list — people interested in a specific campaign
Scheduling
Choose when to send:
Send now — immediate delivery
Schedule — pick a specific date and time
Best times for tourism newsletters:
Tuesday to Thursday
Mid-morning (10am-11am)
Or early evening (6pm-7pm)
Tracking
After sending, monitor:
Open rate — how many people opened it
Click rate — how many clicked links
Unsubscribes — how many opted out
Bookings — if you include tracking links
Newsletter best practices
Be consistent — stick to your schedule
Provide value — don't just sell, inform and inspire
Keep it scannable — short paragraphs, clear headings
Mobile first — design for phone reading
Personalise — use names and relevant content
Respect privacy — only email people who've opted in
Regular newsletters keep your audience engaged — and coming back for more experiences.